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AGA updates marketing guidelines for US sportsbooks

Gambling ad restrictions around the world

The American Gaming Association (AGA) on Tuesday updated the Responsible Marketing Code for Sports Wagering – the guidelines for promoting legal sports betting in the United States.

The move comes as a response to recent pushback from lawmakers and regulators against promotional strategies used by sports betting operators.

Now that sports betting is legal and being implemented in 36 US jurisdictions, Americans are being bombarded with advertising and customer-acquisition pitches reminiscent of the daily fantasy sports (DFS) battles between DraftKings and FanDuel in the 2010s.

The newly updated code for sportsbook advertising, as announced by the AGA, now includes age restrictions for individuals featured in the ads, mandating that they be 21 years or older. The code now includes a commitment to an annual review process for potential updates. 

The AGA stated that the changes are effective immediately, with a grace period for existing advertising until July 1.

Speaking following the announcement of the updates, CEO and President of AGA, Bill Miller said, “Advertising plays an essential role in migrating consumers away from predatory illegal sportsbooks and into the protections of the legal, regulated market while providing responsible gaming resources.

“The AGA and our members are committed to building a sustainable marketplace that protects vulnerable populations and gives consumers the knowledge and tools to keep sports betting fun for adults.”

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